Bypass the default GF view counter logic so we count views for forms inside a popup only when the popup shows the form

increment_gravity_forms_view_counter.php

<?php // Ignore this first line when copying to your child theme's functions.php file.

/**
 * According to Gravity Forms Support on 9 March 2023, "The views column records the number of times the  
 * form markup is generated ... including when the form is redisplayed following validation errors. 
 * It's not strictly how many times the form was actually viewed."
 *
 * That means the Gravity Forms form view counter gets bumped up even if the form is hidden in a tab, popup, slider, and
 * accordion (to name a few). Bottom line: don't trust the form view counter as a valid impression stat.
 */

/**
 * Luckily Popup Maker has 2 solutions:
 *
 * 1) Use the Remote Content (RC) extension. RC popups are optimized to only load popup content when a popup
 *    launches (becomes visible).
 * 2) Hook into Popup Maker Analytics. Popup Maker Analytics only counts popup impressions when a popup displays
 *    (as it should). You'll need to disable the view counter first, then manually increment it when the analytics
 *    code runs. See the code below to learn how to do that.
 */

// This disables the view counter for all forms. Read the instructions below 
// if you must disable the counter selectively for certain forms.
add_filter( 'gform_disable_view_counter', '__return_true' );

/*
 * If there are other GF forms on your site that aren't in popups, you
 * must use the form ID version of the filter above.
 * 
 * E.g.: add_filter( 'gform_disable_view_counter_5', '__return_true' );
 * 
 * Reference: https://docs.gravityforms.com/gform_disable_view_counter/
 * 
 * WARNING: If you have a form on a page and use the same form in a popup,
 *          you'll only see view counts for the popup instance. Or, vice versa.
 *          Just avoid doing this. Make a separate copy of the form so you can
 *          use 1 copy on a page and the other copy in the popup if needed.
 */
 
 /*
 * Hook into Popup Maker Analytics so when a popup that has a Gravity Forms (GF) 
 * form in it opens, increment the GF form view counter.
 */
add_action( 'pum_analytics_open', function( $args ) {
	$form_id;
	$popup = pum_get_popup( $args ); // Grab the popup that's passed in.		
	$shortcode_name = 'gravityform'; // The shortcode to search for.
	$content = $popup->post_content; // Grab the popup content.
	$pattern = get_shortcode_regex(array($shortcode_name));
	
  	if (preg_match_all('/'.$pattern.'/s', $content, $matches)
    		&& array_key_exists(2, $matches)
    		&& in_array($shortcode_name, $matches[2])) {
    		$shortcode = $matches[0][array_search($shortcode_name, $matches[2])];
		
		// If we found a shortcode, grab the ID argument from it.
		// Assumes the ID is the first arg and there's only 1 space
		// between the shortcode name and the id arg.
		// E.g., [gravityform id="2" ... ]
		// Feel free to refactor.
		$regex = '/\[' . $shortcode_name . ' id="([^"]+)"/';
  		if (preg_match($regex, $shortcode, $matches)) {
    	  		$form_id = $matches[1];
			RGFormsModel::insert_form_view( $form_id ); // TO DO: Maybe test for a valid ID before calling this.
		} // if
	} // if
}  );

Reply from Gravity Forms Support Team

Gravity Forms has no plans to stop counting invalid views (i.e., incrementing the view counter when it should not).